NBCUniversal

CBS Broadcasting Inc.

After 35 years, Procter & Gamble has sold the "People's Choice Awards" to the E! Entertainment cable channel.

E!, which telecasts live from the red carpet before many Hollywood award shows, will air the show in 2018. NBCUniversal, which owns E!, will produce the show through its Wilshire Studios, which produces E!’s live red carpet shows.

Procter & Gamble / Provided

Cincinnati's Procter & Gamble might not be the nation's No. 1 advertiser if AT&T merges with cable giant Time Warner.